3 of Every 5 Indian Internet Users Now Shops Online [Comscore]


According to the latest report released by Comscore, 60% of all Indian internet users visited a Online Ecommerce site in November 2011, with the number of online shoppers increasing 18 percent in the past year.

Over past 1 year, coupon or the deal sites have gained maximum traction with a jump of 629% compared to last year. Online retail of apparels have also seen quite a jump (166%), with Indians now getting more and more comfortable buying clothes online. No wonder Clothing ecommerce sites are getting loads of interest from VC community!

However, traditionally popular online items – Books – witnessed a negative growth of 3 percent as compared to last year.

According to Comscore Media Metrix report, 27.2 million online users in India age 15 and older accessed the Retail category from a home or work computer in November 2011, up 18% compared to last year. Online Coupon sites received 7.6 million visitors followed by Consumer Electronics with 7.1 Million visitors.Comparison Shopping sites got 5.8 million online users, an increase of 25 percent from the previous year.

Popular Shopping Categories by Unique Visitors

Top Retail Subcategories by Total Unique Visitors (000)
November 2011 vs. November 2010
Total India – Visitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
  Total Unique Visitors (000)
Nov-2010 Nov-2011 % Change
Total Internet : Total Audience 41,169 46,390 13
Retail 23,021 27,171 18
Coupons 1,048 7,647 629
Consumer Electronics 6,334 7,122 12
Comparison Shopping 4,611 5,775 25
Computer Hardware 5,079 5,708 12
Apparel 1,735 4,609 166
Movies 2,587 3,076 19
Books 2,559 2,494 -3
Flowers/Gifts/Greetings 2,132 2,323 9
Jewelry/Luxury Goods/Accessories 1,575 2,134 36
Home 1,605 1,966 22

Comscore also released Top online retail and Coupon sites based on Total Unique Visitors. What surprised me in the table given below was that top 3 retail sites visited by Indians are actually all non-Indian… Take a look. I am not sure if so many people really buy from Amazon sites! Additionally, Infibeam, which I thought was quite popular in India does not even figure in the Top 10 list of retail sites – Would love to hear your opinion on this!

Top 10 Retail Sites by Unique Visitors (000)

November 2011
Total India – Visitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
  Total Unique Visitors (000) % Reach
Total Internet : Total Audience 46,390 100.0%
Retail 27,171 58.6%
Amazon Sites 6,805 14.7%
Apple.com Worldwide Sites 3,426 7.4%
Samsung Group 2,759 5.9%
Flipkart.com 2,675 5.8%
Homeshop18.com 2,286 4.9%
Naaptol.com 2,145 4.6%
Bookmyshow.com 2,125 4.6%
Myntra.com 2,110 4.5%
Priceindia.in 2,047 4.4%
Alibaba.com Corporation 1,973 4.3%

Top 10 Coupon Sites by Total Unique Visitors (000)

November 2011
Total India – Visitors Age 15+ Home/Work Locations
Source: comScore Media Metrix
  Total Unique Visitors (000) % Reach
Total Internet : Total Audience 46,390 100.0%
Coupons 7,647 16.5%
Snapdeal.com 5,185 11.2%
Mydala.com 1,359 2.9%
Crazeal.com 989 2.1%
Dealsandyou.com 664 1.4%
Koovs.com 491 1.1%
Khojguru.com 239 0.5%
Coupondunia.in 117 0.3%
Sosasta.com 91 0.2%
Deals2buy.com 86 0.2%
Retailmenot.com 83 0.2%

All Tables from Comscore Media Report

  1. Tushar Sarang says


  2. Alok Kumar says

    These facts are wrong.I have been closely stalking these websites like snapdeal and olx.They are good for nothing.You get much cheaper price for your products from retailers.E-commerce will not be successful for the next 2 years or so,until and unless Indian internet users are educated enough.

  3. vikesh says

    I had come across this site http://www.dealsofindiaonline.com/ It is a very good site for shopping as it provide us the offers,discounts and best deals of the popular stores so it will make ease us to do shopping.

  4. We have launched India’s first Daily Deal Review website HarDeal.com that allows users to Review, Rate and Compare deals from all the top deal sites in India on a single page.

    So it becomes a Deal Aggregator + Deal Review + Deal Rating Website so that people can make better choices and also that consumers get more power. Just like on Amazon, people can then help each other buy Daily Deals and also see the hottest deals in their cities.

  5. Wincent Joseph says


  6. Wincent Joseph says


  7. Wincent Joseph says


  8. Ravi says

    I am not surprised at all seeing Amazon at top of the list. Almost every Indian today has an acquaintance in the states to whom the shipping can be addressed to. The price of a product on Amazon(after the Dollar to Rupee conversion) come way less than the Price of the same product in India.
    Another reason for so many visitors could be the ‘customer reviews’ – each product has on Amazon. Each product receives consumer’s rating and reviews and can actually help someone buying that product in India.

    1. Arun Prabhudesai says


      Good and valid points made – But is it really that popular ? close to double the traffic than most of them listed there… I think most of the visits might be for reading reviews more than buying stuff on amazon. I do that myself…. Reader the product reviews on Amazon and they probably buy from flipkart or infibeam etc..

      1. Perez says

        So Arun, your comment above just made me skeptical about these numbers.. Possibly 25% of the 27 million Retail website visitors are just looking online for reviews on a product that they intend to buy *which btw may not even be online* .. since these users can easily go to a store such as Chroma after looking at the review ?
        Also Ravi, the assumption of having an acquaintance bring a product shipped to the US, back to India maybe correct to some degree.. but 25% of the total retail shoppers doing that .. that leaves me wondering ?

        1. Ravi says

          I think it will be a good idea if Arun started a Poll on this website and we could ask the trak.in users this question.

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